A recently-released report from Barclays has shown how vital food and drink is for hotel marketing in attracting visitors to the South West.
With nearly 10,000 guests surveyed from the UK, Europe, USA, Middle East, Asia and Australia, there are some very valuable insights.
There are FOUR key points…
1. Keeping it Local
Almost a third (30%) of UK holidaymakers plan to spend more time in the UK this year, and a fifth (22%) also expect to spend more money on their breaks.
The familiarity of food and language are big attractions: 74% of people from the South West said these factors made holidays ’hassle free’.
2. Everyone Loves the South West
The South West is the most popular destination for UK visitors with 73% of respondents having a short break in the region.
And 67% of South West-originating holidaymakers were more likely to stay in the South West with 60% saying that the weaker pound makes a UK holiday better value this year.
3. Here for the Beer (and wine and food)
40% of all holidaymakers said the food offering most influenced their choice of hotel. This rose to 44% for UK-based holidaymakers.
4. The Experience
33% of UK holidaymakers said they are attracted to businesses offering curated, unique, high-quality experiences.
This is good news
And something we’ve been championing for a while here at Salt Media.
We’ve seen that there is an eager market for businesses that provide a high-quality food offering, curated experiences and value for money.
You just need to shout about it.
So, if one of your marketing frustrations is getting the word out, let us help. You can find out more about food magazine here or to find out more about our design, branding and marketing services contact us here.
A Handy Summary
- Food and drink is a major attraction when choosing somewhere to stay
- The South West is the most popular destination for both UK holidaymakers and those already living in the South West
- Increased convenience and value for money are driving the rise in staycations for Britons
- More than one in three are choosing to spend more time on holiday in the UK
- Short breaks are the main holiday type for UK visitors while 21% plan to have their main holiday in the UK
- The majority (61%) of UK holidaymakers still book directly with the accommodation provider
- Younger age groups spend more on experiences and activities while people aged 55+ spend more on eating out.